Willett Dan Murphy's NGV Triennial EXTRA

Dan Murphy’s

NGV Triennial EXTRA



communications and digital

Dan Murphy’s was the Presenting Partner of NGV Triennial EXTRA, a 10 day summer festival that attracted 85,889 visitors. We created a Dan Murphy’s Discovery Bar in the NGV Garden serving unique cocktails inspired by the exhibition.

Willett Dan Murphy's NGV Triennial EXTRA
Willett Dan Murphy's NGV Triennial EXTRA

We made 6,093 cocktails, and had the honour of being the first ever vendor to sell cocktails at the NGV.  Dan Murphy’s - in what was their first partnership with the NGV - rated at 36.9% unprompted awareness with Triennial EXTRA survey respondents, with 82.2% of respondents rating their experience at the Discovery Bar as good or excellent.


We collaborated with Dan Murphy’s Spirits ambassador Charlie Ainsbury and artist and designer Ryan L Foote to bring the Discovery Bar to life. Ainsbury created five unique cocktails that reflected the global themes of the Triennial exhibition, using unusual or native ingredients. The cocktails were then illustrated by artist Billie Justice Thomson in a take-home cocktail menu with recipes. Foote collaborated with the NGV Design team on the Bar as well as the creation of day-beds scattered throughout the garden that referenced the NGV building design, further linking the Discovery Bar to the NGV.


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